Marketing and Commerce Term Glossary

Go beyond simple definitions. In this glossary, you’ll find in-depth discussions with industry experts about topics that are relevant to marketing and commerce professionals today. 




Account-based marketing is a B2B strategy that collectively engages contacts within a target account.

Advertising is the process of using content to attract and convert customers on a non-owned property.


Audience targeting is the ability to take your full audience of prospective customers and segment it into groups based on different criteria. 

A model used to automate content delivery according to a customer’s journey with a brand. 



Content management refers to the sourcing, creation, management, and delivery of digital content.

A software application or set of tools and capabilities to create, manage, and deliver content.

Content marketing refers to the strategy and business processes that deliver digital assets to a defined audience.

A calculation that reveals how well online traffic is converting into revenue.

Cross-channel marketing is the ability for brands to connect with their customers on an array of different communications channels. 

The process advancing a customer’s journey through the sales funnel.

Delivery of coordinated customer experiences to advance customers through the sales cycle.

A data file that compiles traits and behaviors of an individual. 

Customer segmentation groups customers depending on certain characteristics using data sources. 



Data analytics is the act of pulling out important business insights from the different kinds of information that you have about your customers. 

A demand-side platform (DSP) aggregates access to supply-side partners so that advertisers can message their consumers across channels. 

The execution of a marketing strategy through a single online channel or multiple channels for the purpose of improving conversion rates.



A dynamic web page assembles the content as the visitor requests it, typically to integrate content or data that is specific to the visitor.



E-commerce describes the action of buying or selling goods or services through digital channels like the internet.

Software that enables buying and selling via a frontend and backend system.

The creation, optimization, delivery, measurement, and analysis of a single or multi-step email engagement with an  audience.

A technology vendor that offers enterprise-level marketing via an email channel.



A content management system that separates the presentation layer from the delivery layer of content.



Inbound marketing refers to campaigns where engagement is initiated by the consumer.




The tools and technology used to map a customer’s interactions with a brand.

A tool to understand a customer journey and deliver personalized experiences for engagement along the journey.



The process of identifying and nurturing customers through the conversion funnel.



The technology that automates the orchestration of interactions with customers.

Mobile analytics allows companies to track and analyze the behavior of customers on mobile applications and devices. 

Mobile commerce or m-commerce specifically refers to consumers or businesses making a purchase through a mobile device like a smartphone or tablet. 

Connecting with and delivering messages to customers via mobile channels and devices. 



Omnichannel marketing is the process of driving customer engagement across all channels with seamless, targeted messaging.

The practice of personalizing content to create unique interactions with individual customers.



Personalization is taking what we know about a person and their digital behavior and delivering the next best experience. 

Programmatic advertising is the automation of buying and selling advertisements using mainly real-time bidding. 



A recommendation engine is a software system that personalizes experiences by identifying the right offer, product, or content. 




Split testing is when you take incoming traffic into a digital experience, like a website or mobile app, and randomly assign each person into a different group. 


